Brandon Purcell

VP, Principal Analyst

Forrester Bio

Author Insights

Blog

Anticipate Your Customers’ Next Best Experiences

Julie Ask November 17, 2022
The future of experiences will be driven by analytics, and many of them will be anticipatory.
Blog

Bridge The Trust Gap Between AI And Impact

Brandon Purcell September 14, 2022
With most emerging technologies comes a period of confidence-building, but AI presents its own unique trust challenges. Learn how to start overcoming them.
Blog

Get AI Right With AI Service Providers

Aaron Katz September 13, 2022
AI can deliver value, but getting it right is a challenge. We’ve seen AI deployed successfully, like the program that discovered 20,000 undeclared pools, and less successfully, like the computer-generated rapper that was dropped by its record label over racist stereotypes. To apply AI successfully, you not only need to get the data and modeling […]
Blog

Business Roundtable: Roadmap für verantwortungsvolle KI

Brandon Purcell 25 August 2022
Erhalten Sie eine detaillierte Analyse der kürzlich veröffentlichten Roadmap des Business Roundtable für verantwortungsvolle KI.
Blog

Comprendre La Roadmap De La Business Roundtable Pour Une IA Responsable

Brandon Purcell 22 Août 2022
Obtenez une analyse détaillée de la roadmap pour une intelligence artificielle responsable récemment publiée par la Business Roundtable.
Blog

Solve Customer Mysteries With Quantitative And Qualitative Investigation

Brandon Purcell April 25, 2022
Most companies fall short of cracking the mystery of their customers because of a siloed approach to customer understanding. Discover how to break through by uniting quantitative and qualitative research methods.
Blog

Navigating The Business Roundtable’s Roadmap For Responsible AI

Brandon Purcell February 3, 2022
Get a detailed analysis of the Business Roundtable's recently published Roadmap for Responsible Artificial Intelligence.
Blog

Fairness Is In The AI Of The Beholder

Brandon Purcell December 1, 2021
The value of responsible AI is clear. The pathway to it ... not so much. Discover how to operationalize responsible AI.
Blog

Facebook Shuts Down Face Recognition System On Its Platform

Merritt Maxim November 4, 2021
Facebook's recently announced its decision to no longer use facial recognition in its platform. What does that mean for the long-term?
Blog

Predictions 2022: Customer Insights Pros Must Act Decisively, Or They’ll Get Lost In The Fog

Brandon Purcell November 3, 2021
A subset of bold, creative, and collaborative customer insights pros will be up to the task at hand in the coming year – their jobs is all the more important as they must now react to and anticipate vacillating consumer behavior.
Blog

Qualtrics’ $1.125B Acquisition Of Clarabridge Upends The Customer Feedback Management Market

Judy Weader July 30, 2021
Yesterday evening, Qualtrics announced that it’s acquiring Clarabridge in an all-stock deal worth $1.125 billion. This is a great move for Qualtrics. In one swoop, it has secured the best-in-class analytics capabilities that will define the future of voice-of-the-customer programs as firms decrease their reliance on surveys and focus instead on understanding customers based on […]
Blog

Careful With That Axe, Sales Team: AI And The Future Of Forecasting

Brandon Purcell March 16, 2021
While traditional, opinion-based forecasting often misses the mark, AI holds great promise for sharpening B2B sales forecasting. Learn how at this year's B2B Summit EMEA.
Blog

Explaining Explainable AI

Brandon Purcell December 18, 2020
In 2020, one message in the AI market came through loud and clear: AI’s got some explaining to do! Explainable AI (XAI) has long been a fringe discipline in the broader world of AI and machine learning. It exists because many machine-learning models are either opaque or so convoluted that they defy human understanding. But […]
Blog

What We Talk About When We Talk About Insights

Brandon Purcell September 21, 2020
What exactly is an "insight"? Analyst Brandon Purcell previews Forrester's new Periodic Table of Insights which will be unveiled at the upcoming Data Strategy & Insights live virtual event.
Blog

Who Is Responsible For Responsible AI?

Brandon Purcell August 12, 2020
What are the most common issues resulting from AI? Analyst Brandon Purcell reviews the most recent legal issues stemming from AI and provide guidance on how to address them.
Blog

FORRward: A Weekly Read For Tech And Marketing Execs

Emily Collins June 15, 2020
A Flash-Point Week For Facial Recognition Last week, IBM, Amazon, and Microsoft came out and made some big announcements on how they intend to halt or ban the use of facial recognition technology for law enforcement. At a time when privacy and civil rights dominate the zeitgeist, these values-based decisions will force much-needed dialogue on the ethics of facial recognition […]
Blog

A Flash-Point Week For Facial Recognition

Srividya Sridharan June 11, 2020
Our analysts address the five most pressing questions in the facial recognition debate.
Blog

Values, Ethics, And Algorithms, Oh My!

Brandon Purcell May 26, 2020
At CX North America, you'll learn how to interpret and implement ethical AI principles across your organization to protect your customers, business, and brand.
Blog

Five AI Principles To Put In Practice

Brandon Purcell April 13, 2020
From tech vendors to governments to industry consortia to the Vatican, it seems that every day a new entity is announcing its set of AI principles — broad guidelines for how AI systems should be responsibly developed, trained, tested, and deployed. On the surface, this is great news, as it demonstrates an awareness of the fact […]
Blog

Marketers, You Can Take This Personally: Your Personalization Strategy Isn’t Working

Emily Collins February 6, 2020
Marketers, we have a personalization problem. No, it’s not your vision — most of you aspire to deliver more anticipatory and individualized experiences — it’s your execution. Across industries, marketers struggle to create memorable, or even useful, moments with their customers. For example, only 5% of US consumers say that email offers are well timed […]
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